Attribution Modelling in Google Ads and Facebook

Computers & Technology

Sharma, Himanshu

Business Technology

Blurb

Attribution Modelling in Google Analytics and Beyond

Business & Money

The role of maths and statistics in the world of web analytics is not clear to many marketers. Not many talk or write about the usage of statistics and data science in conversion optimization. This book has been written to fill this knowledge gap. Often big heavy books on Maths and Statistics teach you more than you need to know, things that you may never use in your working life. Not only such books waste your time and money but they also constantly push you to give up on learning key maths and stats skills. This expert guide will teach you exactly what you need to know. It will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions which can quickly improve the bottom-line of your online business. Every topic covered in this book has something to do directly with your day to day job. This is not a book to become a full-fledged statistician/data scientist or a book to be used to pass your maths/stats college exam. You don't need a math or stats background in order to understand this book. Every topic has been explained in plain english. This book explains some of the most useful statistics terms/concepts one by one and will also show you their practical use in web analytics and conversion optimization, so that you can take advantage of them straightaway. Why do you need to know the maths and stats behind web analytics and conversion optimization? It is not just about what you should know but is more about what you are expected to know esp. if you deal with businesses day in, day out. Here are few questions for your consideration: Q1. When your website conversion rate jumps from 10% to 12% then is it 2% rise in conversion rate or 20% rise in conversion rate? Q2. Can you double your sales by simply doubling your marketing budget? Q3. Should you focus on large number of low value customers instead of few high value customers to maximize profit? Q4. If campaign 'A' conversion rate is 10% and campaign 'B' conversion rate is 20%, does that mean campaign 'B' is performing better than campaign 'A'? Q5. Average time on your website is 5 minutes. Does that mean website visitors actually spend 5 minutes on an average?

Maths and Stats for Web Analytics and Conversion Optimization: The journey from 'data driven' to 'data smart'

Education & Reference

Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment. What is this book about? This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user's buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics. What is not included in this book? This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics. What do you need to know in advance in order to benefit from this book? In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required. Who should read this book? Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.

Marketers globally rate email marketing as the most powerful online marketing strategy and the one which delivers the best return on investment (ROI). Email marketing has very low cost per acquisition. In other words, it is very cheap to acquire and retain customers through emails compared to other marketing channels. There is a reason, your inbox is always full of emails. Email marketing works and it works wonders, provided you know how to deliver your emails in your subscribers' inbox. However the problem is, one in five emails do not reach the inbox. They are either sent to spam folders or are blocked. The percentage of emails that were sent to mailboxes and did not bounce is called the 'Delivery rate'. But Delivery rate does not measure the ability of your email to get into your subscriber's inbox. Therefore, there can be a situation where you have a 99.99% delivery rate and still the majority of your emails are ending up in a spam folder and hence not being opened. The percentage of delivered emails that land in a subscriber's inbox is called the 'Inbox placement rate'. You need high inbox placement rate to get your emails delivered in your subscriber's inbox. In order to improve 'inbox placement rate', you need to work on improving other KPIs like 'sender score'. There are several KPIs which impact: email deliverability, subscriber engagement and conversions. So if you wish to dramatically reduce your cost per acquisition and increase email marketing ROI, you need to become extremely good at tracking the performance of the various KPIs and metrics used for email marketing. This book focuses solely on the 'analytics' that power your email marketing optimization program. Inside this expert guide, you will discover the various KPIs and metrics used for measuring: email deliverability, subscriber engagement, email conversions and ROI. You will learn about the technology, used by mailbox service providers to make inbox placement decisions. You will learn about the various techniques to avoid spam filters and blacklists. You will learn to monitor and improve email deliverability and subscriber engagement.

Master the Essentials of Email Marketing Analytics

Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.What is this book about? This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user’s buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics.What is not included in this book? This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics.What do you need to know in advance in order to benefit from this book? In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required.Who should read this book? Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.

Software

Independently published

Key Features
<ul>
<li>Practical recipes to conduct effective penetration testing using the powerful Kali Linux</li>
<li>Leverage tools like Metasploit, Wireshark, Nmap, and many more to detect vulnerabilities with ease</li>
<li>Confidently perform networking and application attacks using task-oriented recipes</li>
</ul>Book DescriptionWith the current rate of hacking, it is very important to pentest your environment in order to ensure advanced-level security. This book is packed with practical recipes that will quickly get you started with Kali Linux (version 2016.2) according to your needs, and move on to core functionalities. This book will start with the installation and configuration of Kali Linux so that you can perform your tests. You will learn how to plan attack strategies and perform web application exploitation using tools such as Burp, and Jexboss. You will also learn how to perform network exploitation using Metasploit, Sparta, and Wireshark. Next, you will perform wireless and password attacks using tools such as Patator, John the Ripper, and airoscript-ng. Lastly, you will learn how to create an optimum quality pentest report! By the end of this book, you will know how to conduct advanced penetration testing thanks to the book’s crisp and task-oriented recipes.What you will learn<ul>
<li>Installing, setting up and customizing Kali for pentesting on multiple platforms</li>
<li>Pentesting routers and embedded devices</li>
<li>Bug hunting 2017</li>
<li>Pwning and escalating through corporate network</li>
<li>Buffer overflows 101</li>
<li>Auditing wireless networks</li>
<li>Fiddling around with software-defned radio</li>
<li>Hacking on the run with NetHunter</li>
<li>Writing good quality reports</li>
</ul>About the AuthorHimanshu Sharma, 23, has already achieved fame for finding security loopholes and vulnerabilities in Apple, Google, Microsoft, Facebook, Adobe, Uber, AT&amp;T, Avira, and many more with hall of fame listings as proofs. He has gained worldwide recognition through his hacking skills and contribution to the hacking community. He has helped celebrities such as Harbhajan Singh in recovering their hacked accounts, and also assisted an international singer in tracking down his hacked account and recovering it. He was a speaker at the international conference Botconf '13, held in Nantes, France. He also spoke at IEEE Conference in California and Malaysia as well as for TedX. Currently, he is the cofounder of BugsBounty, a crowd-sourced security platform for ethical hackers and companies interested in cyber services.Table of Contents<ol>
<li>Kali - An Introduction</li>
<li>Gathering Intel and Planning Attack Strategies</li>
<li>Vulnerability Assessment</li>
<li>Web App Exploitation - Beyond OWASP Top 10</li>
<li>Network Exploitation on Current Exploitation</li>
<li>Wireless Attacks - Getting Past Aircrack-ng</li>
<li>Password Attacks - The Fault in Their Stars</li>
<li>Have Shell, Now What?</li>
<li>Buffer Overflows</li>
<li>Playing with Software-Defined Radios</li>
<li>Kali in Your Pocket-NetHunters and Raspberries</li>
<li>Writing Reports</li>
</ol>

Kali Linux An Ethical Hacker's Cookbook: End-to-end penetration testing solutions

Networking & Cloud Computing

Packt Publishing

Your guide to learning and implementing red team tactics effectivelyKey Features<ul>
<li>Target a complex enterprise environment in a red team activity</li>
<li>Detect threats and respond to them with a real-world cyber attack simulation</li>
<li>Explore advanced penetration testing tools and techniques</li>
</ul>Book DescriptionCybersecurity red teaming is used to enhance security by performing simulated attacks on an organization to detect network and system vulnerabilities. This book starts with an overview of pentesting and red teaming, and introduces you to some of the latest pentesting tools. You'll then explore Metasploit and get to grips with Armitage. Once you've studied the fundamentals, you'll learn how to use Cobalt Strike and set up its team server.
Hands-On Red Team Tactics covers some lesser known techniques for pivoting and helps you pivot over SSH, before using Cobalt Strike in a monitored environment. This guide demonstrates advanced post-exploitation methods and introduces you to Command and Control (C2) servers and redirectors, which will help you keep your team severs from getting detected. You'll achieve persistence using beacons and data exfiltration, and understand how to use red team activity tools, such as Empire, on Active Directory and Domain Controller. Furthermore, you'll be able to maintain persistent access, stay untraceable, and get reverse connections over different C2 covert channels.
By the end of this book, you'll be well versed with advanced penetration testing tools, techniques to get reverse shells over encrypted channels, and processes for post-exploitation.What you will learn<ul>
<li>Get started with red team engagements using less common methods</li>
<li>Explore a variety of post-exploitation techniques</li>
<li>Get acquainted with all the tools and frameworks included in the Metasploit framework</li>
<li>Discover how you can gain stealth access to systems via red teaming</li>
<li>Understand the concept of redirectors to add further anonymity to your C2</li>
<li>Work through a range of uncommon data exfiltration techniques</li>
</ul>Who this book is forHands-On Red Team Tactics is for you if you are an IT professional, pentester, security consultant, or ethical hacker interested in the IT security domain and want to go beyond penetration testing. Prior knowledge of penetration testing will assist with understanding key concepts covered in this book.Table of Contents<ol>
<li>Red-Teaming and Pentesting</li>
<li>Pentesting 2018</li>
<li>Foreplay - Metasploit Basics</li>
<li>Getting Started with Cobalt Strike</li>
<li>./ReverseShell</li>
<li>Pivoting</li>
<li>Age of Empire - The Beginning</li>
<li>Age of Empire - Owning Domain Controllers</li>
<li>Cobalt Strike - Red Team Operations</li>
<li>C2 - Master of Puppets</li>
<li>Obfuscating C2s - Introducing Redirectors</li>
<li>Achieving Persistence</li>
<li>Data Exfiltration</li>
</ol>

Hands-On Red Team Tactics

Singh, Harpreet

Discover end-to-end penetration testing solutions to enhance your ethical hacking skillsKey Features<ul>
<li>Conduct effective penetration tests using the latest version of Kali Linux</li>
<li>Use tools such as Metasploit, Wireshark, and Nmap to detect vulnerabilities with ease</li>
<li>Perform networking and application attacks using task-oriented recipes</li>
</ul>Book DescriptionWith attacks on systems and networks evolving continuously, it has become more important than ever to pentest your environment to ensure advanced-level security. Ethical hackers can help improve the security of networks or systems by performing penetration tests to identify security vulnerabilities. Packed with concise and task-oriented recipes, this book will quickly get you started with Kali Linux (version 2018.4 / 2019), the most advanced and popular pentesting distribution, and take you through its core functionalities.
This ethical hacking book starts by helping you to install and configure Kali Linux. You'll learn how to plan attack strategies and perform web application exploitation using tools such as Burp and JexBoss. As you progress, you'll get to grips with using Metasploit, Sparta, and Wireshark for performing network exploitation. The book will also delve into the technique of carrying out wireless and password attacks using Patator, John the Ripper, and airoscript-ng, and then focus on a wide range of tools for forensic investigations and incident response mechanisms. In concluding chapters, you'll learn to create an optimum pentest report that covers structured details of the pentesting engagement.
By the end of this book, you'll be equipped with the knowledge you need to conduct advanced penetration testing and write detailed reports for patching vulnerabilities.What you will learn<ul>
<li>Install, set up, and customize Kali for pentesting on multiple platforms</li>
<li>Pentest routers and embedded devices</li>
<li>Use software-defined radios to work with frequencies</li>
<li>Pwn and escalate through a corporate network</li>
<li>Understand how to write good quality security reports</li>
<li>Explore digital forensics and memory analysis with Kali Linux</li>
</ul>Who this book is forIf you are an IT security professional, pentester, or security analyst who wants to conduct advanced penetration testing, this book is for you. Basic knowledge of Kali Linux is assumed.Table of Contents<ol>
<li>Kali - An Introduction</li>
<li>Gathering Intel and Planning Attack Strategies</li>
<li>Vulnerability Assessment - Poking for Holes</li>
<li>Web App Exploitation - Beyond OWASP Top 10</li>
<li>Network Exploitation</li>
<li>Wireless Attacks - Getting Past Aircrack-ng</li>
<li>Password Attacks - The Fault in Their Stars</li>
<li>Have Shell, Now What?</li>
<li>Buffer Overflows</li>
<li>Elementary, My Dear Watson - Digital Forensics</li>
<li>Playing with Software-Defined Radios</li>
<li>Kali in Your Pocket - NetHunters and Raspberries</li>
<li>Writing Reports</li>
</ol>

Kali Linux - An Ethical Hacker's Cookbook - Second Edition: Practical recipes that combine strategies, attacks, and tools for advanced penetration testing

Identify, exploit, and test web application security with ease <h4>Key Features</h4> <ul> <li>Get up to speed with Metasploit and discover how to use it for pentesting</li> <li>Understand how to exploit and protect your web environment effectively</li> <li>Learn how an exploit works and what causes vulnerabilities</li> </ul> <h4>Book Description</h4> Metasploit has been a crucial security tool for many years. However, there are only a few modules that Metasploit has made available to the public for pentesting web applications. In this book, you'll explore another aspect of the framework - web applications - which is not commonly used. You'll also discover how Metasploit, when used with its inbuilt GUI, simplifies web application penetration testing. The book starts by focusing on the Metasploit setup, along with covering the life cycle of the penetration testing process. Then, you will explore Metasploit terminology and the web GUI, which is available in the Metasploit Community Edition. Next, the book will take you through pentesting popular content management systems such as Drupal, WordPress, and Joomla, which will also include studying the latest CVEs and understanding the root cause of vulnerability in detail. Later, you'll gain insights into the vulnerability assessment and exploitation of technological platforms such as JBoss, Jenkins, and Tomcat. Finally, you'll learn how to fuzz web applications to find logical security vulnerabilities using third-party tools. By the end of this book, you'll have a solid understanding of how to exploit and validate vulnerabilities by working with various tools and techniques. <h4>What you will learn</h4> <ul> <li>Get up to speed with setting up and installing the Metasploit framework</li> <li>Gain first-hand experience of the Metasploit web interface</li> <li>Use Metasploit for web-application reconnaissance</li> <li>Understand how to pentest various content management systems</li> <li>Pentest platforms such as JBoss, Tomcat, and Jenkins</li> <li>Become well-versed with fuzzing web applications</li> <li>Write and automate penetration testing reports</li> </ul> <h4>Who this book is for</h4> This book is for web security analysts, bug bounty hunters, security professionals, or any stakeholder in the security sector who wants to delve into web application security testing. Professionals who are not experts with command line tools or Kali Linux and prefer Metasploit's graphical user interface (GUI) will also find this book useful. No experience with Metasploit is required, but basic knowledge of Linux and web application pentesting will be helpful.

Hands-On Web Penetration Testing with Metasploit: The subtle art of using Metasploit 5.0 for web application exploitation

See the best price to sell, buy, or rent books by Sharma, Himanshu. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Sharma, Himanshu

See the best price to sell, buy, or rent books by Sharma, Himanshu. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Attribution Modelling in Google Ads and Facebook

Attribution Modelling in Google Analytics and Beyond

Maths and Stats for Web Analytics and Conversion Optimization: The journey from 'data driven' to 'data smart'

Attribution Modelling in Google Analytics and Beyond

Master the Essentials of Email Marketing Analytics

Attribution Modelling in Google Analytics and Beyond

Kali Linux An Ethical Hacker's Cookbook: End-to-end penetration testing solutions

Hands-On Red Team Tactics

Kali Linux - An Ethical Hacker's Cookbook - Second Edition: Practical recipes that combine strategies, attacks, and tools for advanced penetration testing

Hands-On Web Penetration Testing with Metasploit: The subtle art of using Metasploit 5.0 for web application exploitation